Analisis pengaruh affective community commitment, continuance community commitment, dan normative community commitment terhadap brand commitment melalui brand attachment pada pengguna tokopedia di Surabaya

Daven, Olivia Joevita (2019) Analisis pengaruh affective community commitment, continuance community commitment, dan normative community commitment terhadap brand commitment melalui brand attachment pada pengguna tokopedia di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Di zaman yang modern ini, teknologi internet yang canggih telah membawa cara bisnis baru dengan memperkenalkan e-commerce. Salah satu ecommerce yang selalu menempati urutan yang pertama dalam jumlah pengunjung terbanyak adalah Tokopedia. Sebagai perusahaan ternama Tokopedia harus tetap menjaga komitmennya. Penelitian ini ditujukan untuk menganalisa pengaruh variabel Affective Community Commitment, Continuance Community Commitment dan Normative Community Commitment terhadap Brand Commitment melalui Brand Attachment pada pengguna Tokopedia di Surabaya. Sampel yang digunakan pada penelitian ini yaitu pada laki-laki dan wanita, berusia 18-60 tahun yang tinggal di kota Surabaya sejumlah 100 responden yang melakukan pembelian barang dari Tokopedia dalam waktu enam bulan terakhir. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan AMOS 22.0 sebagai software untuk mengolah data. Temuan empiris tersebut mengindikasi bahwa hubungan Affective Community Commitmen memiliki pengaruh terhadap Brand Attachment dengan koefisian regresi sebesar 0.557, Continuance Community Commitmen memiliki pengaruh terhadap Brand Attachment dengan koefisian regresi sebesar 0.587, Normative Community Commitment tidak memiliki pengaruh terhadap Brand Attachment dengan koefisian regresi sebesar 0.175, Brand Attachment memiliki pengaruh terhadap Brand Commitment dengan koefisian regresi sebesar 0.981 / In this modern, sophisticated internet technology has brought new business ways to introduce e-commerce. One of e-commerce that always ranks first in the highest number of visitors is Tokopedia. As a well-known company Tokopedia must keep its commitment. This research aims to analyze the influence of Affective Community Commitment, Continuance Community Commitment and Normative Community Commitment variables on Brand Commitments through Brand Attachment to Tokopedia users in Surabaya. The sample used in this study was male and female, aged 18-60 years living in the city of Surabaya with 100 respondents who purchased goods from Tokopedia in the past six months. For processing and analyzing the data in this study, that is by using AMOS 22.0 as a software for processing data. The empirical findings indicate that the relationship of Affective Community Commitment has an influence on Brand Attachment with regression coefficient of 0.557, Continuance Community Commitment has an influence on Brand Attachment with regression coefficient of 0.587, Normative Community Commitment has no effect on Brand Attachment with regression coefficient of 0.175, Brand Attachment has an influence on Brand Commitment with regression coefficient of 0.981

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